Ashley needed a logo that closer represented her ideal client rather than the clientele she was getting. Because she rents a chair in a hole-in -the-wall salon downtown, she is limited with where her brand can go but definitely wanted to attract a younger crowd.
Typography: We used a tall, thin custom made font for the HA to represent a more formal and classy look and a thin, medium font for everything else.
Colours: We stuck with "simple is better" and used black and white only.
Orientation/Layout: To achieve formality and upper class, we stayed with a taller, thinner look.
Ashley still does a lot of older folks' hair because of her location and great price, but she is enjoying a younger clientele.